成本分担情形下时尚供应链及时交货和时尚体验服务努力决策

Decision-Making on Timely Delivery and Fashion Experience Service Efforts in Fashion Supply Chains under Cost-Sharing Scenarios

摘要: 随着全球化持续深化和体验经济的迅猛发展，消费者更加关注产品的及时交付和购物过程中个性化、沉浸式的体验。制造商投入及时交货努力能够提升及时交货水平，继而积累品牌商誉，加大制造商的成本压力。品牌零售商投入时尚体验服务努力能够直接提升品牌商誉水平。因此，本文从长期、动态的角度，构建由制造商、品牌零售商组成的二级时尚供应链，将及时交货水平和品牌商誉水平作为状态变量构建微分博弈模型，研究及时交货投入努力和时尚体验服务投入努力联合决策，探讨成本分担对制造商及时交货投入努力的激励效果。研究表明，集中决策模型下及时交货投入努力和时尚体验服务投入努力最高。与无成本分担的分散决策模型相比，有成本分担的分散决策模型下批发价格和时尚体验服务投入努力不变，及时交货投入努力和供应链成员利润增大，有效提升制造商的交货稳定性。及时交货水平随时间变化具有单调性，而品牌商誉水平受多种因素影响呈多变性。及时交货水平和品牌商誉水平系数越高、及时交货投入努力和时尚体验服务投入努力成本系数越低，品牌零售商成本分担下的供应链成员利润改善效果越明显，制造商和品牌零售商越容易达成合作。

Abstract: With deepening globalization and the growth of the experience economy, consumers are more focused on timely product delivery and personalized, immersive shopping experiences. Manufacturers invest in timely delivery to improve delivery performance, which boosts brand reputation but increases their cost pressure. Brand retailers invest in fashion experience services to directly enhance brand reputation. Thus, from a long-term, dynamic perspective, this paper builds a two-echelon fashion supply chain, develops a differential game model with timely delivery level and brand reputation as state variables, studies decisions on the two parties’ efforts, and explores cost-sharing’s incentive effect on manufacturers’ timely delivery efforts. Findings show that centralized decision-making achieves the highest efforts in timely delivery and fashion experience services. Compared with decentralized decision-making without cost-sharing, decentralized decision-making with cost-sharing keeps wholesale prices and fashion experience efforts unchanged, but increases timely delivery efforts and supply chain members’ profits, effectively improving manufacturers’ delivery stability. Timely delivery level changes monotonically over time, while brand reputation varies due to multiple factors. Higher coefficients of timely delivery and brand reputation, and lower cost coefficients of the two types of efforts, lead to more significant profit improvements for supply chain members under retailers’ cost-sharing, making cooperation between manufacturers and retailers easier.